Senior Manager PR (m/f/d)

Purpose & Overall Relevance for the Organization:

Strengthen adidas’ brand profile and reputation through helping to drive a cohesive, innovative global PR function.

Collaborate with the Senior Director of PR to shape and drive adoption of short and long-term PR strategies and Newsroom operational procedure across the global PR network (business units and local markets). Create a dynamic, effective ecosystem for PR within the brand, with the right frameworks and systems to ensure it sits as a high performing element of the overall marketing mix.

Use cultural, sport and media insight to shape PR strategy, and create new ideas to evolve and elevate the communications channel at adidas.


Key Responsibilities:

  • Act as a thought-leader in PR working closely with Business Unit (BU) teams to provide counsel on innovative and integrated communication strategies that support category priority concepts, products, campaigns, athletes, events, and corporate initiatives.
  • Support synergy in PR storytelling internationally, being a collaborative central point person for global key city (GKC) and market PR leads. Effectively disseminate global PR frameworks and templates, along with inspiration and learnings from across the network.
  • Support the Senior Director of PR to create and embed the PR Playbook – outlining the global direction for PR. Input new ideas and methods to increase the efficiency and effectiveness of PR and ensure adidas remains at the forefront of communications.
  • Drive forward the execution of other NRHO priority projects, including hero editorial direction, measurement & impact tracking, direction for issues management / crisis response, onsite endorsement and other strategic focuses.
  • Lead the identification of a defined set of global media partners and a brand media universe to be refreshed annually. Identify new publishers and media outlets that would effectively reach the target consumer.
  • Facilitate exchange of local insights between the key city / international PR network and global BU stakeholders.
  • Manage the NRHO PR Manager, providing clear areas of ownership and accountability, day-to-day support and direction and learning opportunities
  • Maintain a digitally led approach to PR and earned commentary, ensuring the global PR network successfully fuses editorial and social storytelling.
  • Formalize day-to-day ongoing PR activities into coordinated initiatives that can be elevated or replicated, and made measurable.
  • Collaborate effectively with broader NRHO team - including brand narrative PR team, Digital Publishing, Partner Publishing, Content and Analytics – to ensure integrated, cohesive and optimized communications. Ensure alignment with Corporate Communications.
  • Supervise external agencies on Head Office priority projects, defining a clear scope and keeping to expected timelines.


Key Relationships:

Global Newsroom Network (PR, Digital Publishing, Content & Editorial, Partner Publishing, Data Analyst)

Brand Marketing (Communications, Digital)

Brand Strategy

Global Corporate Communication Team

Global Sports Marketing / EIM

Sport/Style Business Units

Finance / Legal / Procurement

Key Agency Leads


Knowledge, Skills and Abilities:

  • Strong interpersonal/communication skills and a high level of strategic thinking
  • Good foundation in both brand PR and product PR, with enough understanding of corporate PR to be able to guide topics to the right discipline
  • Solid understanding of the global media landscape with a good foundation in the dynamics of lead media markets like the UK and US
  • Eagerness to stay on top of the ever-changing media landscape, with a point of view on its current state and how it might evolve further
  • Strong appreciation of the integration of editorial and social storytelling, with a solid understanding of social platforms and digital marketing.
  • Solid management skills; clear, supportive, create learning and development opportunities
  • Superior writing, research, presentation-making, and project management skills. Highly organized.
  • Creative flair and curiosity for new insight and ideas
  • Strong appreciation of data and experience in PR measurement. Ability to draw insight and learnings.
  • Ability to manage and / or collaborate with internal and external cross-functional groups: product marketing, communications, social, digital and retail
  • Understanding of and passion for the sports and fashion/entertainment industry.


   Requisite Education and Experience / Minimum Qualifications:

  • College or University degree, or equivalent experience
  • 6+ years’ industry and / or relevant work experience.
  • Experience across both in-house and agency communication/PR functions, in a global role.
  • Fluent in English and advanced skills in Microsoft Office Suite (inc. Microsoft Teams)

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.

Job Title:  Senior Manager PR (m/f/d)

Brand:  adidas
Location:  Herzogenaurach
TEAM:  Marketing & Communications
State:  BY
Country/Region:  DE
Contract Type:  Full time
Number:  378671
Date:  Nov 25, 2021